| This research aims to analyze Falcon Pictures' crisis communication amidst the public backlash due to the Indonesian remake of Business Proposal, a controversy that arose from a statement of one of the film's lead actors. In the era of digital media, an inappropriate communication crisis can quickly destroy the trust of the public and the reception of the audience can significantly change in the film industry. The study also intends to assess the effectiveness of Falcon Pictures' response to the crisis and the resultant impact on the public perception by employing Situational Crisis Communication Theory (SCCT), Image Repair Theory (IRT), and mass communication frameworks. The researchers used a qualitative descriptive method with in- depth interviews of five key informants who are senior film directors, emerging creative practitioners, and a public relations professional. The data gathered were analyzed using thematic coding. The results show that Falcon Pictures got the backlash late and were not prepared to handle it as shown by their initiative communication, lack of empathy, and the silence of an organizational statement at the early stage of the crisis. The film crew shifted the responsibility for the trouble to the lead actor only, which made it possible for the media to speculate and frame the story in a more negative way. From the point of view of SCCT and IRT, the company did not use accommodative and corrective strategies that led to a decrease of audience trust. Nevertheless, the brand equity of Falcon Pictures helped in lessening the reputational damage over time. This research is a valuable addition to crisis communication literature in the non, Western entertainment sector and emphasizes the necessity of a well timed, empathetic, and culturally appropriate communication approach when dealing with digital, era public backlash. |